Improving the marketing communications package of the Mercure Saransk Center Hotel

The relevance of the research is related to the dynamic development of the hotel industry, the transformation of communication strategies and changing consumer behavior. Traditional channels are increasingly being outperformed by digital tools that provide lower cost of contact, accurate targeting, and measurable results. The effectiveness of the promotion of hotel companies, especially international brands, in the regional market depends on a comprehensive presence in the Internet space and adaptation to external conditions: sanctions restrictions, reduction of the flow of foreign tourists, domestic tourism policy and the positioning of the region’s opportunities. It is necessary to develop an integrated system for the promotion of a hotel company, where each channel functions as an element of a single program, complementing each other and flexibly responding to market changes. The scientific novelty of the research lies in the creation of an adapted promotion system that integrates classical marketing communications with digital channels and reputation formation mechanisms. The results of the evaluation of the effectiveness of such a system and the development of recommendations for improving the work will ensure the competitiveness of the hotel with limited resources, focusing on the most profitable channels.